"Arsenal FC Hospitality Experience" is a Delivery project created as part of my work as a product designer at Amdocs XDC. In this project, I worked in a group of 6 designers.
I was part of the project from the very beginning and My role was to conduct the benchmark research, understanding how hospitality systems look and function in a variety of clubs and sports around the world.
In the second phase, I was part of the concept team, creating flows according to low fidelety WF we got from the client.
During the concept phase of the project, our design team included: PM, design lead, and myself. during the detailed design phase, 3 more designers were added to the group to create all 15 screens from the client brief.
Step 1: Benchmark Research
The market research phase was focused in 3 areas and industries:
1. Sports areas: Testing and researching how such systems look and function in different areas and markets. The research was based on examples not only from England - Arsenal's direct rivals, but also from Germany, Spain, Italy and similar systems from American sports.
2. Airlines companies: discovering how airlines solved the challenge of premium experience, with an emphasis on the experience of buying first-class flight tickets.
3. Boutique hotels: How does the online shopping experience of a premium accommodation experience in the world's leading hotel chains look like?
1. Sports areas: Testing and researching how such systems look and function in different areas and markets. The research was based on examples not only from England - Arsenal's direct rivals, but also from Germany, Spain, Italy and similar systems from American sports.
2. Airlines companies: discovering how airlines solved the challenge of premium experience, with an emphasis on the experience of buying first-class flight tickets.
3. Boutique hotels: How does the online shopping experience of a premium accommodation experience in the world's leading hotel chains look like?
From each one of those areas we got into a conclusion sentence that gave us the UX Principles that will lead us in the whole project (cannot be shown here due to the privacy policy of the club and company)
2. Pain Points
After the benchmark phase, We defined the pain points of the current system in order to make a whole uplift for the new design and got to the following pain points:
1. Outdated experience and design of the existing portal (pictures from the old design attached)2. The overall look & Feel of the existing portal does not convey enough of the "High-End" and premium standard, which is the target audience.
3. Alignment with Club system: Premium service purchases should be aligned and linked with the existing club third-party ticketing system.
4. Inability to Support multiple purchases.
3. Concept Phase
The Concept presentation to the client included designs of the Homepage and two internal screens followed by the client WF and some more refinements made by our team.
On the homepage, we created a design aimed to give the user attention to the visuals. we used a floating navigation bar paradigm, inspired by references from boutique hotels experiences studied in the benchmark phase.
The photos inserted to the home page aimed to focus on the luxurious lounges at the Emirates Stadium.
The UX goal of the home page was giving the user the ability to choose an experience according to a specific game or according to the lounge of their choice - another decision resulted from the benchmark research.
additional internal page presented the catalog of the stadium's lounges.
additional internal page presented the catalog of the stadium's lounges.
4. Detailed Design
At this phase, 3 more designers joined the project, and in a short time about 15 screens were designed for desktop and mobile format.
At this phase, 3 more designers joined the project, and in a short time about 15 screens were designed for desktop and mobile format.
At the end of this phase, we got access to Arsenal's design system, and all the designs aligned with those of the club's website.
Due to development limitations, the floating navigation bar from the concept was withdrawn, but it remained part of the core product our client got.
The final product:
In June 2024, almost a year and a half after the design was completed, the site went live for the launch of the 2024/2025 season
and you can visit with the following link: https://hospitality.arsenal.com
